浅论我国中小型旅行社的经营策略 毕业论文.doc

Abstract Nowadays, with the expanding field of tourism and opening up all aspects of the gradual elimination of protectionist barriers, the community is increasing demand for leisure travel, hidden potential large market, but the corresponding increasingly fierce market competition . Combined account for the vast majority of small travel agencies led the development of the entire travel industry gradually into difficulties, especially in the management of business services exposed on the small business model chaos, collective economy weak and so on. This article comprehensive study of domestic and foreign small and medium sized travel agencies Zeyi business background as a starting point, with small and medium sized travel agency management system to analyze the current situation and development of its business management model, proposed by small and medium sized travel agencies in the product, marketing and pricing issues, while re-use induction and system analysis, analyze problems and propose a new situation in the small travel agencies in China to adapt to the appropriate business development strategy to examine the status of travel agency management, improve management, so that small travel agencies in China can effectively meet the challenge and compete . Keywords: Small and medium-sized travel service，management，the current situation，countermeasures 目 录 中文摘要 1 Abstract 2 引言 4 1．综述 4 1.1 本文的研究背景 4 1.2 本文的研究意义及思路 6 1.3 国内外关于旅行社经营策略的研究现状 6 2．中小型旅行社的概况 7 2.1 中小型旅行社的概念 7 2.2 中小型旅行社经营特点 8 2.3 中小型旅行社的发展优势 9 3．中小旅行社经营管理中的问题 9 3.1 产品方面 10 3.2 渠道方面 10 3.3 价格方面 12 4．中小型旅行社的经营策略 12 4.1 产品策略 12 4.2 渠道策略 13 4.3 价格策略 15 5．结论 15 参考文献 16 致 谢 17 1．综述 1.1 本文的研究背景 1.1.1 旅游业发展迅速 随着中国经济的持续快速发展，城镇居民旅游产品消费需求的提升，市场发展空间的扩大，以及旅游产品的独特性共同决定了在新世纪的若干年内，旅游业 是中国第三产业中的朝阳产业，大大小小的旅行社、旅游公司也将随之应用而生。 90年代以来，全球旅游业取得了长足的发展。1998年，世界旅游总资出达36000亿美元，占全球国民生产总值的10.7%，旅游总消费达21000亿美元，占世界消费总额的11.3%。旅游业正在成为世界经济，特别是发展中国家和地区经济最富活力的增长点。随着旅游业对国民经济和社会发展具有巨大作用的进一步体现，各个国家和地区都纷纷加大了旅游开发力度，旅游业竞争更